Ad sales: Dealing with objections

S
Flipping Objections On The Spot!
www.360AdSales.com
Ryan Dohrn, Founder
[email protected]
@ryandohrn – [email protected] www.360AdSales.com

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Objection #1:
Word of mouth is my
best marketing
vehicle.

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Ryan’s Reply…
The problem with W.O.M. is
that you lose control of your
marketing message.

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Objection #2:
I am not seeing ROI
from print advertising.

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Ryan’s Reply #1…
What were your
expectations for your
print campaign?

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It sounds like you are looking
for a direct response from
your ad? The problem is that
your product is too expensive
for DR.

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Were your expectations
realistic compared to what
you spent on the ad?

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How does branding play
a role in your total
marketing plan?

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You grow your reputation by
affiliation. Good or bad.
Affiliation with us and other
advertisers.

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Objection #3:
I am moving my ad
dollars to social
media.

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Cool. What are your
plans?

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How much time per
week do you plan to
spend managing your
social media?

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Inc.com reports that
successful marketers
spend 15-20 hours per
week on social.

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Social media marketing
used to be cheap.

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Source: Nielsen

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https://www.hochmanconsultants.com/cost-of-ppc-advertising/

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Objection #4:
I have no ad budget.
Or… My budget is
spent for the year.

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If money was not an
issue do you like the
idea?

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If you like the idea do
you find value in what I
have presented?

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When you think about your
competitors or your perfect
customer … how do you want to
be perceived? Do you want to be
perceived as present, competitive
or dominant?

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Your competitors
offer me so much for
FREE! Why not you?

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Ryan’s Reply…
There is a reason they
can do that. What do
you offer for free to your
customers?

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Objection #5:
I need to talk to my
partner about this.

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Ryan’s Reply…
Great. Lets set a time to chat. I
don’t want to call you 5,000 times
and email you 10,000 times… what
about setting a time to chat next
Tuesday at 3pm?

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Objection #6:
Can you write an
article about me/us?

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Ryan’s Reply…
Are you joking.. Heck no!

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Ryan’s Option #1…
You bet. We have three
options to get you on our web
site or in print.

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Sponsored Content Proposal
Presented to: David Kelley, Amtrak
Presented by: Ryan Dohrn, Sales Pro Magazine
Overview: This proposal is focused on aligning the Amtrak brand with three
articles being written about business travel in Sales Pro Magazine and online
at SalesTrainingWorld.com. This unique series will feature an Amtrak
spokesperson as a subject matter expert in each article. It will also feature
unique Amtrak branding and photos in all components of the campaign.
Maximum Exposure Sponsored Content Plan:
1. Each month a two-page article of 1200 words or less with photos is
featured in Sales Pro Magazine. Amtrak is a positioned as a subject
matter expert (SME) in the article. Total monthly readers, 55,000.
2. Article will be featured online at SalesTrainingWorld.com . Total
monthly unique readers online 15,000.
3. Article will be promoted two times each week on the STW social media
channels. Total monthly reach estimate of 75,000 readers.
4. Article will be mentioned in one monthly eNewsletter push to 5,700
readers.
Monthly reach of campaign: 150,700 readers
Monthly value of the campaign: $6500
DISCOUNT for multi-media buy: - $1250
Actual cost: $5250 per month
Smart Exposure Sponsored Content Plan:
All of the Maximum Exposure Plan above minus Print.
Basic Exposure Sponsored Content Plan:
All of the Smart Exposure Plan minus Print and Social.
Note: All value based pricing above is based on a
minimum three month campaign.

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If you support us, we can
support you. We often
feature our advertisers in
articles.

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Writing an article about you
will not give you the bang for
your buck that you need to
meet your marketing goals.

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Our readers have come to expect
a high level of integrity from us.
They would see right through
that idea and it might make you
look bad.

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Advertisers are
creatures of habit.

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What are the chances you
will get a new objection you
have never ever heard?

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Failing to plan is
planning to fail.

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Plan the sales call to
better handle
objections.

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Why do sports teams
run plays?

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Typical Sales Call…
1. Meet and greet. Truly mostly BS.
2. Identify client goals. You ask they tell.
Typical answers.
3. Gather info to create your proposal.
4. Look through the media kit. Handle
objections. I have no money , blah blah blah.
5. Close. How about a proposal?

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Revised Sales Call…
1. Meet and greet. Build trust fast. Cut to the chase?
2. Share success stories to prime the conversation and beat
objections.
3. What do you think? SHUT UP!
4. Ask questions if needed before you present your ideas.
5. Present your ideas.
6. Handle last objections.
7. Close.

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You can handle most
objections with a
success story.

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1. An advertiser that took a chance with you and the ad
worked. And, they kept running with you.
2. Staff Growth, An advertiser that had 5 employees before
advertising with you and now has 25.
3. An advertiser that has expanded locations.
4. An advertiser that increased frequency.
5. Advertisers that have changed the size of their ad with
you do to success.
Components of a great
advertiser success story.

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20 More Ideas!

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www.360AdSales.com

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S
Flipping Objections On The Spot!
www.360AdSales.com
Ryan Dohrn, Founder
[email protected]

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Ad sales: Dealing with objections

Ad sales: Dealing with objections

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